Broker Barometer: a growing appetite for digital automation and generative AI

As a broker, you know the importance of staying ahead in a competitive market. Our 2025 Broker Barometer survey reveals that brokers like you are increasingly eager to harness the power of digital and automated processes to enhance customer service and gain a competitive edge.

Our latest research shows that more than four out of five brokers (85%) are interested or very interested in enhancing their operations with digital or automated processes - a significant 15% increase since 2022.

You told us that you want to use new technology to improve customer experience and capitalise on growth opportunities. Among those of you who expressed interest, 'improving customer service' and 'gaining a competitive advantage' were the top reasons (52%), followed by 'increasing new business' (40%).

You're also pushing your insurance partners to leverage digital technology to deliver tailored solutions and greater insights faster than ever for your clients. When asked how insurers could enhance broker service, the most frequent response was the greater use of digital technology. Additionally, a slightly higher percentage of you (29%) expressed a desire for more data and customer insight from your insurer compared to those who favoured improved customer service (28%).
 

One size doesn't fit all

The broking community has also seen an opportunity for using automation to drive efficiencies in smaller, less complex businesses. For premiums under £5,000, 36% of you preferred automated underwriting, compared to 31% who preferred an in-person approach. For premiums over £5,000, nearly half of you (48%) preferred an in-person approach, while 22% opted for more automation.

Embracing generative AI

More than two-thirds of brokerages (70%) have implemented generative artificial intelligence (GenAI), with national brokerages showing the highest uptake (75%), followed by regional (70%) and local (68%). Only 5% of you said you weren't interested in implementing GenAI in your business. Those of you already leveraging GenAI are using this new technology to improve customer experience and policy management (48%).
 

Jason Chambers, Innovation Director, Commercial Lines at Aviva, shared his thoughts:

“It’s great to see how many brokers are embracing GenAI to deliver more personalised propositions for their customers. By using data and technology more effectively, brokers can simplify once-complex processes and improve customer service. Half of the brokers in our research are already using digital technology and GenAI to meet their clients' evolving needs.

"However, personal skills and deep understanding of risk remain crucial – human oversight is essential, especially for complex risks, but data and technology can enhance this – making a big difference. For less complex business, automation is proving to be a game-changer, enhancing efficiency, creating new value, and improving the customer experience while freeing brokers up to focus on more complicated risks.

"By collaborating with our brokers to integrate technology, we can continue to deliver a better, faster service to our customers. For example, at Aviva, technologies including GenAI have supported the shift towards achieving 70% of mid-term adjustments being logged and completed on the same day across our regional business.

“We'll continue to work with our brokers and leverage the promise of digital technology to make sure we meet the needs of our business customers. By doing so, we can continue driving the industry forward as it enters a new era – something I'm excited to explore at BIBA this year."
 

^{This research was conducted by Censuswide with 205 general insurance brokers aged 18+ (all job levels/seniorities) between 10.03.2025 – 12.03.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.}